From 8% to 15%: How Cuva Implemented Personalized Marketing and Achieved Better Sales Results

Why they chose Altcraft Platform

Cuva was seeking for a tool that would meet the following criteria:

• ability to set up customer communication at all stages of the Customer Journey Map with minimal involvement of IT specialists;

• a convenient HTML editor with cross-cutting fragments;

• integration of other communication channels if needed;

• sending and receiving API requests in scenarios.

Results

A welcome chain

Welcome emails are an important element of email marketing. Such a chain is implemented so that the business immediately informs the customer about its work. The main goal is to establish trust from the beginning of the introduction and thereby work with customer loyalty.

We placed a form on the website, and after filling it out, visitors received an email with a promo code for a ₽500 discount on purchasing a certificate. If a person did not take advantage of the offer, we sent them a reminder about the discount after seven days.

Upselling

After the customer has made a purchase, it is important to stay in touch with them and regularly remind them of your business. It is essential to interact with customers in a non-intrusive way so that upselling does not seem too pushy.

A month after the first purchase, the customer was offered to place the next order with a discount. The promo code was valid within the restricted time. If the buyer did not respond to the offer, they were reminded of the discount.

Reactivating customers

Reactivation brings customers back to interacting with the business. Additionally, reactivation is necessary in order to:

• increase sales;

• save budget on email marketing;

• improve the reputation of the IP address.

1. those who had not opened emails in 3 months;

2. those who read emails but did not click on links;

3. those who opened emails, clicked on links but did not make another purchase in six months.

The first segment was sent a secret email with useful content. The second segment was sent a survey, the answers to which made it clear what subscribers wanted to see in the mailings. The third segment was given a promo code with a limited time discount.

Omnichannel marketing

We set up an automation scenario to synchronize the work of the call center and email channel. Now, hot leads — those who opened the email but did not make a purchase — are transferred to the call center, where operators help them complete the deal.

The scenario involved three steps. First, we sent an email with a promo code to subscribers. Then we checked whether the recipient opened the email or not. If opened, it means they are interested. The data of these subscribers were then passed to the call center through the API call node.

Connecting a Telegram channel/Telegram bot

How marketing has changed during the collaboration with Altcraft

Future plans

1. Connect the SMS channel. Email newsletters are more focused on useful content, while SMS messages are suitable when it is necessary to promptly inform subscribers of important information. For example, to talk about limited promotions or remind them that the certificate expiration date is approaching.

2. Assign tasks directly in AmoCRM. We want to automate the process of transferring the request to the CRM system. When a client is active in messages (opens, clicks), a new task is instantly created in AmoCRM. Then the sales department picks up the interested lead.

3. Track user behavior before their first purchase. Tracking user behavior before their first purchase is one of our top priorities. It's important for us to understand what motivated the user to place an order. What hotels did they view? Did they compare locations? Did they purchase a certificate right away or return after some time? By collecting this data, we can improve the customer journey and personalize our email campaigns.